Adstream
Hobby home page
liahome
Soundlounge
Five By Five
adobe front page
Contemplative Reptile
Please Select
  • International Edition
  • Canadian Edition
  • UK Edition
  • USA Edition
  • German Edition
  • Irish Edition
  • Ukrainian Edition
  • Indian Edition
  • Spanish edition

Toyota Shares Messages of Hope, Strength and Social Responsibility in Emotional Big Game Spots

Creative 183 Add to collection
Saatchi & Saatchi's films focus on paralympian Jessica Long’s incredible journey which began when she was adopted by an American couple from a Russian orphanage
Toyota Shares Messages of Hope, Strength and Social Responsibility in Emotional Big Game Spots
Toyota Motor North America (TMNA) returns to advertise in the Big Game with a 60-second ad that shares an uplifting message of hope and strength, as well as a five-second 'billboard' that encourages people to think about the impact they have on those around them and follow Centres for Disease Control and Prevention (CDC) Covid-19 guidelines. 

Fuelled by the power of a family’s love, Toyota’s 60-second Big Game ad 'Upstream' features Team Toyota athlete Jessica Long’s incredible journey, which began when she was adopted by an American couple from a Russian orphanage. The spot takes viewers on a trip down memory lane of Jessica’s childhood, which, in turn, would help lead her to become the second most decorated Paralympian in U.S. history.

“’Upstream’ highlights Toyota’s mission to shine a light on athletes like Jessica who work tirelessly every day to pursue their passion and inspire people around the world to reach their full potential,” said Lisa Materazzo, group vice president, Toyota Marketing, Toyota Motor North America. “We are grateful to Jessica and her family for their willingness to allow us to share such a personal part of their story.”


'Upstream' will air in the first position (A) in the commercial break before the two-minute warning in the second quarter. The spot ends with the uplifting line: “We believe there is hope and strength in all of us”, referencing Jessica’s extraordinary journey, Toyota’s belief in Respect for People, and aims to inspire others. Additionally, 'Upstream' represents the values Toyota shares with the Olympic and Paralympic Movements, and the athletes who inspire people around the world to reach their full potential.

The 60-second spot features Long swimming through milestone scenes over the course of her life, starting with a depiction of the Russian orphanage from which she was adopted. The camera then cuts to her parents (played by actors) receiving the emotional call that they would be adopting a baby girl, but with the news that her legs would need to be amputated due to a rare condition. The scenes following show a young swimmer depicting Jessica, hands on hips ready to compete, knowing she’s different from other children, yet remaining resilient. The spot continues with Jessica competing in her quest to greatness, overcoming all obstacles as she becomes a Paralympic legend.


“I love that the spot highlights not just the gold medals and accomplishments but the challenging journey to get there,” said Team Toyota athlete and U.S. paralympian, Jessica Long. “Perseverance, grit and overcoming the odds contributed to my success and my hope is that people feel inspired and uplifted by this emotional spot.”

'Upstream' was created by Toyota’s agency of record, Saatchi & Saatchi, in partnership with Dentsu and directed by Tarsem Singh.


As a company that is committed to improving the communities in which it operates, Toyota is also taking the platform provided by the Big Game to air a five-second message that encourages people to practice social responsibility by following CDC guidelines such as: wearing masks, practicing social distancing, and, getting the Covid-19 vaccine, when available. This follows a Community Service Announcement (CSA) that the company produced last year to bring awareness and credible information to the African American and Hispanic communities around the country, which are among the hardest hit by the virus. 

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Client

Client: Toyota Motor North America, USA Inc. & Toyota Motor Corporation

General Manager, Marketing Support Division: Noriaki Yamashita

General Manager, Project Management: Masao Takata

Group Manager, Olympics & Paralympics Group: Hiroyuki Takebuchi

Project Managers, Olympics & Paralympics Group: Misa Obata and Ayuko Tadatsu

Group Vice President and General Manager, Toyota Division: Jack Hollis

Group Vice President, Toyota Marketing: Ed Laukes, Lisa Materazzo

General Manager Sales & Marketing, Marketing Operations and Communications: Andre Schmidt

Group Manager, Olympic & Paralympic Marketing: Dedra DeLilli

Olympic/Paralympic Marketing Senior Manager, Global Communications: Russ Koble

Olympic/Paralympic Marketing Manager, Global Communications: Lara Marcello, Kathi Jenkins

Olympic/Paralympic Marketing: Danielle DelVecchio

Agency

Agencies: Saatchi & Saatchi LA and Dentsu

Chief Creative Officers: Jason Schragger and Keiichi Higuchi

Executive Creative Director: Fabio Costa

Group Creative Director: Marc d'Avignon

ACD Art Directors: Yusong Zhang, Alice Blastorah

ACD Copywriter: Britt Wilen

Chief Operations Officer: Lalita Koehler

Executive Producer: Rodrigo Vargas

Senior Producer: Stephanie Dziczek

Senior Music Supervisor: Kristen Hosack

Senior Project Managers: Berna Dikicioglu, Ryan Ritchie

Managing Director: Al Reid

Group Account Director: Amy Turnbull

Account Directors: Kimberly Bingham, Marco Koenig and Keitaro Nagao

Account Supervisor: Dylan Roley

Chief Strategy Officer: Mark Turner

Group Planning Directors: Evan Ferrari, Keita Kimura

Strategic Planning Director: Hailey Marsh

Senior Strategic Planner: Amanda Ephrom

Executive Communications Director: John Lisko

Group Media Director: Amy Petersen

Media Director: Jessica Noh

Director of Public Relations: Kimberly Harms

PR Manager: Ava Batansky

Group Director, Earned Media & Public Relations: Jana Hartline

Broadcast Traffic: Nadzyah Guillermo, Reggie Holling

Director, Business Affairs: Linda Daubson

Associate Director, Business Affairs: Maryam Ohebsion

Production

PRODUCTION COMPANY: Radical Media

EXECUTIVE PRODUCER: Jim Bouvet

LINE PRODUCER: Jeremy Barrett

DIRECTOR: Tarsem

DIRECTOR OF PHOTOGRAPHY: Paul Meyers

Editorial

EDITING COMPANY: Final Cut

EXECUTIVE PRODUCER: Suzy Ramirez

HOP/PRODUCER: Ana Orrach

EDITOR: Joe Guest

ASSISTANT EDITOR: Evan Bluestein

TELECINE: Company 3

COLOuR ARTIST: Jill Bogdanowicz

VFX

VFX: Framestore

CREATIVE DIRECTOR: Alex Thomas

VFX PRODUCER: Katharine Buckley

PRESIDENT, ADVERTISING NORTH AMERICA: James Razzall

COORDINATORS: Emily Rawl, James Gemmell

FLAME ARTISTS: Marguerite Cargill, Carlos A. Gomez and Theo Maniatis

2D LEAD: JD Yepes

2D ARTISTS: Alexander Osvaldsson, Paul Krist, Michael Miller, Eva Flodstrom, Belinda Chen and Piotr Bednarczyk

CG ARTISTS: Andrew Thompson, Cosku Ozdemir, Kevin Gillen, Kira Yu, Marco Marenghi, Richard Shallcross, Sean Dollins, Soren Barton, Taylor Hodgson-Scott, Todd Herman and Walter Fulbright

Music and Sound

MUSIC ARRANGEMENT & COMPOSITION: The Elements Music

COMPOSER: Norman Kim

EXECUTIVE MUSIC PRODUCER: Kristina Iwankiw

MIX & SOUND DESIGN: Lime Studios / Lime Sound Design

MIX ENGINEER: Matt Miller

ASSISTANT MIX ENGINEER: Ian Connie

SOUND DESIGN: Michael Anastasi

ASSISTANT SOUND DESIGNER: Kai Paquin

EXECUTIVE PRODUCER: Susie Boyajan

SENIOR PRODUCER: Kayla Phungglan

Genres: Stock Footage, People, Storytelling

Categories: Automotive, Cars

RadicalMedia US, Wed, 03 Feb 2021 16:52:54 GMT